3 Simple Tips to Make Buying Easier For Your Customers
Ever heard the phrase – if selling were easy everyone would do it?
Well, I think the same logic applies to buying – if buying were easy everyone would do it.
I believe that those people who are standing in front of you discussing your product or service, want to buy and they need you to make it easy for them.
Here are three simple tips you can use to make buying easier for your prospects:
Provide Value Clarity
One of the complicating factors that consumers face today with just about any purchasing decision is an abundance of similar choices in the market.
When all the buying choices blur together both in design, features and cost, deciding which is best is darn near impossible.
When we bought our twelve acre farm, my husband decided he needed a new weed-whacker.
So off he went to Tractor Supply to make all his grass-cutting dreams come true.
In the store, he was confronted with a row of no less than 10 nearly identical in appearance weed-whackers distinguished by prices in five dollar increments.
He was stuck.
Which one to buy?
Not until a very savvy salesperson entered the picture and did some discovery work did my husband break free of his analysis paralysis.
Based on our specific needs, the sales person was able to narrow down my husband’s choices quickly and give helpful information on which one would be best for our very specific situation.
Use the “Explain the Process” Close
Many buyers hesitate when it comes down to decision making time because they are ignorant on how proceed with the purchase or how the buying process works.
Since no one likes to feel stupid, they don’t ask “So, if I wanted to buy this, what would I need to do?”
When it comes time to ask for the sale, use a little predictive empathy.
Help your buyer out by assuming they would like to know the steps to completing the purchase and then walk them through what those steps would be.
Finally, end with the definite close – “Is that what you would like to do?”
The “explain the process” close is a beautiful way to connect the buyer’s emotional desire to purchase to their need to support their emotional decision with logic.
Eliminate Obstacles
Don’t be afraid to ask your customer what is standing in their way of making a purchasing decision.
The customer has objections, whether you know them or not, and if you uncover them, at least you get a shot at overcoming them.
When you see a buyer pausing, hemming and hawing, or just flat out stalling, simply ask “Do you mind if I ask what is holding you back?”
Then take their concerns one by one and work through them with the buyer.
Attacking the obstacles reduces complexity in the buyer’s mind and provides the cognitive ease they are desperately trying to achieve.
It’s not lack of desire or ability that keeps a buyer from purchasing – it’s complexity that keeps them on the fence.
Make no mistake about it, buyers want to buy but they need us to make it a bit easy for them.
Make it easy. Increase your sales. Change their world.
